对保护信息的受众细分方法,以改变异国情调物贸易
Rumi Naito1, Kai M A Chan1, Rocío López de la Lama1
1Institute for Resources, Environment & Sustainability, University of British Columbia, Vancouver, British Columbia, Canada.
概括
有针对性的保护信息是可持续性的关键. 了解不同受众群体及其独特的动机对于有效改变野生动物保护行为至关重要.
科学领域:
- 环境心理学 环境心理学
- 保护行为 保护行为
- 行为科学 行为科学
背景情况:
- 整个人口的行为改变对于可持续性至关重要.
- 现有的行为干预措施往往忽视了人口异质性,只关注平均效应.
研究的目的:
- 开发和测试一种用于保护信息的新受众细分方法.
- 检查消息对与异国情调物贸易有关的私人和公民行动的多样化影响.
主要方法:
- 在线调查2953名美国参与者,以确定基于野生动物保护承诺的4个人口群体.
- 分段随机分配到3个消息传递条件.
- 对异国情调物需求 (私人行动) 和公民参与 (公民行动) 信息传递影响的分析.
主要成果:
- 关于负面后果和集体行动的信息有效地促进了大多数细分市场的私人行动,除了早期采用者.
- 集体行动信息激励了早期采用者和早期多数签署请愿书 (公民行动).
- 在各个细分市场中观察到不同的行动/不行动的推理,像"关怀"这样的关系价值观既是激励因素又是障碍因素.
结论:
- 可持续发展的行为干预必须针对特定的受众群体.
- 了解各种动机和价值观对于设计有效的保护信息至关重要.
- 人口反应的异质性需要量身定制的方法来促进私人和公民行动.
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